The market of hair care - Germany

1.1 Introduction

The hair care market refers to all products designed to clean, protect, nourish and beautify the hair. Therefore, there are many different types of products, such as:

• Shampoos
• Conditioners
• Treatments (for example anti-dandruff shampoos)
• various styling products

Natural shampoos have experienced a strong increase in demand and currently account for more than 10% of the global shampoo market.

Globally, the hair care market CAGR is 3.34% for the period 2020 to 2024, with organic products accounting for a large portion of this growth. One of the main reasons for the interest in this type of product is the increased environmental awareness and, more generally, the concern about the impact of chemicals on health, a trend that can also be observed in many other markets.

In Germany, the market for shampoos and hair care products is more mature than the global market, as the CAGRof thismarket is lower than the global figures, with a decrease of one percentage point over the same study period. Nevertheless, Germany is the largest market for hair care in Europe, and German consumers buy an average of 12 hair care products per year. In addition, demand for organic products with all-natural formulations accounts for a significant share of the market, well above the 10% previously mentioned.

• Many multinational corporations such asSchwarzkopfandL'Oréalare shaping the German market.
• New suppliers are offering ecological alternatives to limit conventional packaging and unnecessary water shipping, with self-dissolving products such as900.CareorLUSH.

Many developments are therefore shaping the market for shampoos and hair care products, both in Germany and worldwide, and are opening up promising opportunities for new players seeking to establish themselves in this market.